In a recent article by Eleanor Hawkins for Axios, a pivotal conversation from the 2025 Cannes Lions International Festival of Creativity took center stage: how should brands balance cultural relevance with reputational risk?
Marketing and communications leaders offered differing perspectives on the future of brand strategy in a world where taking a stand can build trust—or spark controversy.
Key insights included:
- Creative boldness vs. risk management: Marketers promoted campaigns that engage with cultural and societal topics to boost visibility and relevance. Communications professionals urged caution to preserve brand equity in an increasingly polarized environment.
- Shared brand ownership: The debate underscored the growing need for collaboration between marketing and communications teams to shape a unified brand voice.
- Audience awareness: Effectiveness hinges on understanding the expectations, values, and risk tolerance of target audiences, especially in B2B sectors where relationships are built on long-term trust.
At Mower, we believe that brand relevance and responsibility go hand in hand. For B2B brands, navigating sensitive topics requires more than boldness. It takes a thoughtful approach rooted in strategy, internal alignment, and a clear understanding of what matters to their audiences. Rather than defaulting to silence or taking unnecessary risks, smart brands find ways to express their values in ways that resonate and reinforce trust. The goal is not just to be seen, but to be understood and respected.Read the full article by Eleanor Hawkins on Axios: Brand Risk vs. Relevance – Cannes 2025